Contentsquare is used by UK retail brands including Dreams, Clarks, and Moss Bros, while Clicktale has clients such as Dell, RBS and T-Mobile, and the new partnership means they now serve 30 percent of the Fortune Global 100.

The acquisition follows another by Contentsquare just last week when they purchased price optimisation and merchandising solution Pricing Assistant.

New acquisition: Contentsquare CEO Jonathan Cherki

Jonathan Cherki (pictured), founder and CEO of Contentsquare, said: “The combination of Clicktale and Contentsquare heralds an unprecedented goldmine of digital data that enables companies to interpret and predict the impact of any digital element – including user experience, content, price, reviews and product – on visitor behaviour.

“Increasingly, this unique data can be used to activate custom digital experiences in the moment via an ecosystem of over 50 martech partners. With a global community of customers and partners, we are accelerating the interpretation of human behaviour online and shaping a future of addictive customer experiences.”

Shlomi Hagai, CEO of Clicktale, added: “Contentsquare and Clicktale are exceptionally compatible. By combining our resources, we unlock the next level of digital experience success for our customers.”

Nearly three quarters of marketers and CX professionals (74 percent) are investing in Digital Experience (DX) in an effort to foster long-term loyalty and build better relationships with their customers.

Research from experience analytics company Clicktale, which surveyed 200 marketing and CX professionals across the US and UK, found customer loyalty to be the number one priority for those building a DX strategy. This was followed by a need to understand customer behaviour (67 percent) and a desire to create a clearer Customer Experience vision (67 percent).

For those at a managerial level (CX and marketing managers) improving customer lifetime value was also identified as an important driver of DX strategy.

Speaking of the findings in Clicktale’s Defining Digital Experience report, the firm’s CEO, Sara Richter, said: “As ever more customer interactions are completed via digital channels, marketers find themselves faced with a ‘switching economy’ – in which consumers regularly flit between different brands when they’re dissatisfied with a particular experience. Given this fact, is it any wonder that so many marketers are looking to secure long-term customer loyalty through their Digital Experience approach?

“To achieve such loyalty, however, we as marketers need to think about what it is that our customers need, and to do that requires a strong understanding of customer behaviours. This is where the other key objectives come into play. In order to drive loyalty, marketers must improve their digital experiences. But to do that, they must have a clear vision and the behavioural data needed to back it up. None of these factors can exist in isolation – they must all form part of a single, unified DX strategy and be supported with the right behavioural technologies.”

Nearly half of brands have introduced a dedicated Digital Experience (DX) team to help shape their Customer Experience and journeys across digital channels.

That is the findings in a new report by from experience analytics leader Clicktale. The study, titled Defining Digital Experienceshows that 48 percent of brands now have a DX team in place to oversee their strategy.

It explores the current state of DX, with the help of 200 marketing and CX professionals working in some of the world’s leading US and UK brands. The report examines how brands are building a strategy around Digital Experience, including who is ‘owning’ the function, and how they’re harnessing new technologies.

Until recently, marketing and digital departments have taken the lead in DX responsibility, with 31 percent of respondents claiming ownership lies with marketing, and 27 percent saying it lies with their organisation’s digital team, the report outlines.

The report also describes how the ownership of Digital Experience is still a shared affair in many organisations. Nearly half (44 percent) of respondents claim that digital Customer Experience is merged with other departments. This is also the case for digital analytics and insight (40 percent), design and UX (32 percent), and data science (29 percent).

Clicktale CMO Sara Richter said: “Digital Experience is now a key differentiator for businesses, almost ahead of the products they sell and the prices they charge. Many businesses today get few actual face-to-face interactions with customers. So, if brands want to foster loyalty and repeat revenue, it’s becoming ever more important to understand customers beyond just demographics and purchase history.

“Assigning a dedicated team may be a great first step to building this understanding, but without the right data and analytical ability, it’s difficult to create and shape an effective digital experience approach. Only by gathering true behavioural data and having technologies and analysts in place to draw insights from that data can brands begin to understand their customers on a more intimate level. That in turn will empower brands to build and optimise digital experiences that better serve customers and drive repeat revenue.”

A new report has found that 20 percent of marketing and CX professionals feel they will “never truly understand” their customers’ buying decisions.

The study from analytics firm Clicktale, titled Defining Digital Experience, states that part of the reason for this is due to 34 percent of marketers and CX professionals being unable to unite data between their web and mobile-optimised sites to create a single customer view, while 39 percent struggle to unite data from their websites and mobile apps.

This inability, the report continues, also means that 71 percent of brands can’t action customer insights in real time, while 73 percent are struggling to provide a consistent experience across channels. Ultimately, this lack of ability to understand customers is hindering brands’ chances of securing customer loyalty and damaging potential sales.

The study explores the current state of digital with 200 marketing and CX professionals working in some of the world’s leading brands in the UK and the US. The report uncovers how brands are building a strategy around Digital Experience, including who is ‘owning’ the function, and what technology they’re deploying.

Clicktale CMO Sara Richter said: “With so many brands struggling to build a single customer view, is it any wonder that marketing and CX professionals feel they cannot build a true understanding of their customers?

“But while uniting data is undoubtedly key, so too is capturing the right kind of data – beyond the usual demography, geography, purchase history and preference. Very few brands are tapping into the power of behavioural data, which enriches the marketer’s understanding of the customer immensely. With behavioural data and the right analytics, brands can better serve customers, improve loyalty and drive more repeat revenue.”